Onsharp

Catchy headlines, attractive colors, and compelling images all can affect how successful your website is at producing sales leads. And that is the point, right? Your website's primary purpose should be generating relevant leads for your business. A website that is designed with the visitor in mind will produce more leads than one designed according to what you think looks good. Here's why.

When it's designed for them, they will participate.

Your website should inspire visitors to participate. A website's "bounce rate" (the percentage of people who enter the site and then quickly leave) and the average number of pages viewed will indicate whether your visitors are participating. If they are viewing one page and then leaving, they are not participating. Nor will they be converted into a qualified lead. 

You website should be designed with the goal of inspiring your visitors to stay on the site learning more about your products and services by viewing multiple pages. The longer they stay, the more likely they are to engage. Once they engage, the more likely they are to be converted into a lead and ultimately a customer.

How can you be sure your website will convert visitors into leads? 

1. Be sure your site delivers the content your customers want to see in a way that's easy and even enjoyable for them to find. Each step of planning, designing and developing your site should be from your customer's point of view. 
2. Create a visitor-related goal for each of your pages. For example, the goal of your home page might be to get your visitor to click deeper into your site. The goal of a product or service page might be to have at least 10 percent of visitors fill out a form you provide on the page. 
3. Ask your customers. It's best to include a representative sample of your customers as you are designing and building your site. You may be surprised at the different ways they think about your products and services. For example, customers frequently refer to products in their own terms instead of by the official, brand-compliant product names you use. Talk with your customers to find out how they refer to your products to ensure your headings and content will map to what they're expecting to find on your site. Once you have some key pages built, ask some of your customers to give you feedback about the appearance and ease of use. 

By keeping your visitors' needs and perspectives in mind, you'll help ensure you meet the number one goal of your website-to generate sales leads. And, by getting closer to your customers to understand how they think about your products and services, you may discover more unmet needs your company can deliver to the market! To remain competitive and keep customers coming back to your website, you must understand the power of web presence.